Sign in. Sign out. Sign in. Sign out.
Anyone who has bought anything online is well-aware of the dreaded “please log-in” page. Seriously, how many times have I entered my first name, last name, address, phone number, and email, and password? Two things are inevitable: I ALWAYS get an error message as I try to submit because I miss one of the required fields and I ALWAYS have to click on “forgot password” when I try to log back in. Just another reason to shop somewhere else.
A new wave has come in to the ecommerce world to help people become less frustrated when this happens. How big of a wave is it? That’s a good question.
Social Sign-Ins are just starting to get attention from online retailers and consumers (like me) by enabling customers to log-in to a website using their social media log-in credentials, such as Facebook, Twitter, Google, or Yahoo rather than registering with that site separately.
For retailers, this should be something to consider when trying to decide if your registration process is helping or hurting sales:
- Social Sign-Ins allow customers to bypass the tedious registration process, hopefully decreasing bounce rate on registration pages.
- Social Sign-Ins allow retailers to continue to market to your customers using personalized content and promotions.
- Some retailers think a registered user is more likely to purchase which makes the registration portion of a site even that more critical.
- Social Sign-Ins using Facebook Connect give retailers an enormous amount of information about their audience- their age, gender, location, etc.
A report from eMarketer states the 18% of online retailers have implemented social sign-ins for their visitors by August 2010. However, another 18% reported were in the process of implementing one, and 32% planned to implement one in the next 12-24 months. So, what do you think? Do you, as a consumer, find these Social Sign-Ins as helpful as I do? Guess only time will tell.
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